The luxury lifestyle brand Equinox has debuted 'Life' - a short film that explores life beyond fitness - as it kick-starts its annual campaign to dovetail with a month renowned for self-improvement.
The US-based gym and lifestyle brand has decided to drop its 'Commit to Something' tagline, which has been the focus for the past few years, to instead re-envision Equinox's mantra: "It's not fitness. It's life", which was first introduced in 2004.
Directed by photographer and Showstudio director, Nick Knight, the short film is the first in an ongoing season of collaborations.
In line with the: "It's not fitness. It's life" tagline, the film illustrates the profound influence fitness has on life outside the gym by exploring life's elements - spirit, energy, light, water, love, life and voice.
To capture the spirit of 'life' Knight involved a cast of inspiring talent to embody the qualities of each component, which he weaves throughout the narrative.
Grammy Award-winner Ciara represents spirit in a dynamic dance sequence, while water is organically brought to life by models Hannah Ferguson and Richard Ampaw.
The ballet dancer, Sergei Polunin, who embodies 'life' itself, is tasked with combining all the elements that have come before through a kinetic finale dance.
Vimla Black Gupta, chief marketing officer of Equinox said: “As we continue to lead and disrupt the category we singularly defined, the enduring resonance of 'It’s Not Fitness. It’s Life' is a true testament to the power of our unwavering commitment to empowering our community to maximize their potential.
“The 'Life' film represents our next chapter in defining Equinox’s excellence and far-reaching impact that goes beyond our clubs and properties.”
Director Nick Knight said: “The Equinox brand and product is all about building and celebrating a life well-lived, and I wanted the work to be representative of that sentiment. Working with a brand over a period of time also allows me to really dig deep and explore with them, and I commend Equinox for taking this approach to creativity.”
